Old habits fall hard. Not that Bobby Knight is trying get rid of his, anyway.

Knight, the former Indiana and Texas Tech coach turned ESPN analyst, has refused for years to call Kentucky by its name. Now, even as a media professional, Knight won’t bend.

On Saturday, while on air, he referred to the No. 1 seed in the NCAA basketball tournament as the “team from the SEC,” according to tweets from The Courier-Journal’s Kentucky beat writer, Kyle Tucker and Kentucky Sports Radio’s Matt Jones.

But don’t expect Knight to be apologetic.

Others in the coaching profession refuse to utter their rivals’ names as well. Michigan coach Brady Hoke says he has called Ohio State “Ohio” since he was 10-years-old. And new Ohio State coach Urban Meyer calls Michigan “That team up North.”

At least fellow media personality is a little annoyed by Knight’s refusal.

Said ESPN columnist Rick Reilly on Twitter: “What happens to Bob Knight if he says the word “Kentucky”? Does his lower jaw fall off? Snakes spring from his hair? My God, does he smile?”